It’s a window into how your audience experiences your brand. It shows you who’s listening, who’s interested, and most importantly, who’s ready to take action.
But what happens when no one clicks?
This guide explores what CTR is, why it matters, why your audience might not be clicking, and how to craft newsletters that not only get opened but get results.
What is CTR, and why does it matter?
CTR, or click-through rate, measures how many people clicked on one or more links in your email relative to how many received it. The formula is simple:
CTR = (Total Clicks ÷ Total Emails Delivered) × 100
The average click-through rate sits at around 2.6%. That number might seem small, but it’s often enough to measure real traction. CTR is one of the clearest indicators of engagement. High open rates tell you people are interested. High click-through rates tell you they’re moved to act.
And yet, according to Mailchimp, nearly 53% of companies say low CTR is one of their biggest challenges. Why is that?
Why CTR remains a headache for most brands
If your links are collecting dust, the issue might not be your audience; it might be how you’re guiding them.
Too much copy, not enough direction
Newsletters aren’t blogs. Long paragraphs and over-explaining often bury your CTAs. People scan emails. If your links are hidden in a sea of text, they may never be seen. Keep your copy short, clear, and benefit-focused. Write like you’re passing a note, not writing an essay.
Uninspiring and cliché CTAs
“Click here” tells your reader nothing. What’s next? What’s in it for them? A button that says “Explore our spring sale” or “Download your free checklist” is far more effective than “Read more.” Make your CTAs specific, action-oriented, and emotionally compelling.
Visual design that confuses instead of clarifies
When your link text blends into your background or buttons look more like warning signs, your reader won’t click, they’ll hesitate. Low contrast, off-brand colours, or inconsistent formatting undermine clarity and trust. A great CTA should feel like the most obvious thing on the page.
No clear focus
When your email tries to say everything at once, your reader ends up doing nothing. One email. One purpose. One action. Whether it’s downloading a guide, checking out a product, or reading a blog post, make the next step unmistakable.
Broken and misleading links
Nothing kills trust faster than a link that leads to a 404 … or worse, a completely unrelated destination. Before you hit send, test every CTA. Ensure links lead exactly where the reader expects.
How to create newsletters that drive action
Ready to raise your CTR? Here’s how to turn passive readers into engaged clickers.
Hone in on one clear call to action
Each email should be built around one main goal. Whether it’s “Download,” “Shop,” or “Join,” make that message the star. Repeating it at the top, middle, and P.S. reinforces clarity.
Write like a human
Ditch the corporate jargon. Write like you’re talking to a friend. A conversational tone builds trust and keeps people reading. The more they read, the more likely they are to click.
Segment and personalise
One-size-fits-all rarely works. Tailor your message to different audiences based on location, behaviour, or interest. According to HubSpot, segmented email campaigns lead to 18% more transactions and 24% more revenue.
Make it mobile friendly
Over 43% of people check their email on mobile four or more times a day. If your emails aren’t responsive, you’re missing nearly half your audience. Use large buttons, short paragraphs, and scalable design.
Use engaging visuals … sparingly
Images should support your message, not compete with it. A great image can highlight a product, show emotion, or make a CTA pop. But too many can clutter the layout and bury the message.
Add social proof
Include testimonials, reviews, or user photos. When readers see others engaging with your brand, they’re more likely to click, explore, and trust.
Create a sense of urgency
Limited-time offers, countdowns, or phrases like “Today only” can spark action. But be honest; false urgency can hurt more than help.
Test, learn, repeat
A/B test your subject lines, CTA copy, link placement, and send times. Even subtle changes can make a big difference. Let data shape your strategy.
Start driving action from your audience’s inboxes
Click-through rate is the pulse check on your relationship with your audience. If they’re not clicking, they’re not connecting. But with the right mix of strategy, voice, and empathy, your newsletters can do more than inform. They can inspire action.
At Cheymaxim, we help brands design email campaigns that do more than deliver. We help you connect.
Want to boost your newsletter engagement? Let’s co-create your next high-performing campaign.
